An analysis on the effectiveness of sales promotions in improving brand loyalty in airline industry: A case study of EasyJet, UK

Harvard, 12000 Words

Abstract

Consumer buying process behavior is strongly affected by the brand loyalty. In order to deliver extra values of services to the consumers to reach their mind and to satisfy them, marketers need to know what is exactly demanded by them. However numerous major factors play a great role in this case. Thus launching a product or service in the market requires considering these factors. EasyJet is British company which has established itself as low cost service provider in airline industry. Considering the number of passengers carried each year, it is the largest company in UK. Although EasyJet is the market leader, it is essential for the company to scrutinize these factors in its marketing plan, so that it can retain and grow the market shares and remain its position above its competitors. The report will focus on trying to find out the role of sales promotions on brand loyalty to discover the procedure of EasyJet’s adaptation of sales promotions strategy of their marketing plans in order to achieve success through consumer satisfaction. To conduct the research on EasyJet, sample size of 100 respondents is selected. In the first chapter, background of the company, rationale of the study, research objectives, questions, hypothesis etc. are discussed. In second chapter, theoretical aspects of the research are explained. In the third chapter, how the researcher will conduct the research, what will be the methodologies etc. are discussed. Research results and findings are shown and interpreted in chapter four. In chapter five, recommendations are given based on the research findings.